Hovis adapted a creative legacy to achieve a rapid share turnaround
Marketing textbooks rightly emphasise that advertising is a long-term investment. But, in these difficult economic times, when clients are increasingly looking for immediate success, it's important to recognise that communications can have very powerful short-term effects too. This case study charts the remarkable turnaround experienced by British bread brand Hovis over the past 12 months, and relates how a famous advertising campaign was at the heart of this success story.
BRAND HISTORY AND BACKGROUND
Hovis is Britain's most famous bread brand. Founded 122 years ago, it had...